Roche Holding has found a way to sell its cancer drugs to millions of Chinese who couldn't otherwise afford them: First, sell them insurance. The world's biggest maker of cancer medicines is collaborating with Swiss Re, the world's second-largest reinsurer, to sell policies that are on track to bring in 10 million clients this year, says Harald Sprenger, Roche's director of private insurance. They expect enrollment to jump 20% next year. The two Swiss companies dreamed up the program in 2010 as a way to skirt Chinese regulations that prevent foreign firms from selling retail insurance in China, says Roche CEO Severin Schwan. The rules do let foreign firms sell reinsurance, so in 2010 Roche and Swiss Re began trying to convince Chinese insurers to offer coverage for cancer treatment and drugs.